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Best Practices in Designing Effective Brand Teams: Brand Governance and Brand Team Management

ID: PSM-221


Features:

8 Info Graphics

10 Data Graphics

46 Metrics

8 Narratives

6 Best Practices


Pages: 69


Published: Pre-2013


Delivery Format: Shipped


 

License Options:

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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.

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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
"Designing Effective Brand Teams: Brand Governance and Brand Team Management" explores how high-performing brand teams coordinate, communicate, and execute critical activities to drive brand growth. It yields insights into how pharmaceutical and biotech companies structure and manage their cross-functional brand teams to facilitate brand performance. The study also examines how brand teams manage their stakeholder relationships and decision rights.

• Staffing and functional representation for brand teams
• Brand team operations, decision rights and responsibilities
• Meeting frequencies
• Reporting relationships
• Performance-based compensation and reviews
• Brand performance measures


Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Biotech; Medical Device; Manufacturing; Consumer Products; Chemical


Companies Profiled:
Abbott; Alcon Laboratories; Amylin; Baxter; Bayer; Bayer Schering AG; Biogen Idec; Cephalon; Eli Lilly; Genentech; GlaxoSmithKline; Johnson & Johnson; Merial; Novo Nordisk; Orchid; Purdue Pharma; Roche; Schwarz Pharma Ltd.; Shire; Stiefel Laboratories; Takeda; TAP Pharmaceuticals; Novartis


Study Snapshot

This 69-page study involved a survey of managers and executives that are involved with brand teams in the pharmaceutical and biotech industries. This report reflects inputs from managers and executives representing 33 brands in 26 different companies. Interviews were conducted with 10 managers from among the benchmark partners.

Best Practices, LLC conducted this study to identify key benchmarks and strategies for designing effective brand teams. The research results should be used to assess existing brand teams and provide a landscape perspective about the brand team structure and governance styles of other pharmaceutical and biotech brand teams.

Sample Key Findings

Most brands recognize a core team of 3-10 people, usually concentrated around the marketing function, who regularly handle tactical matters and “organic problem solving”

  • Other members of the core team are drawn most commonly from Medical Affairs, Strategy, Managed Care, and Clinical areas
  • Extended team, usually of 6-22 members, augment representation from core team membership and add other critical areas: Sales, Market Research, Regulatory, Product Development, Manufacturing and Supply Chain, Safety, Customer Service, etc.
  • Several respondents underscored the importance of the collaboration between sales and marketing
Table of Contents

STUDY OVERVIEW 3
KEY INSIGHTS, PERSPECTIVES, & PRACTICES 5
Team Structure and Organization 7
Leadership 8
Decision Making 9
Critical Work Practices 10
Managing Performance 11
Team Behaviors 12
Common Pitfalls to Avoid 13
KEY FINDINGS 14
BENCHMARK CLASS: BACKGROUND INFORMATION 21
Participating Companies 22
Revenues for the Benchmark Class 23
Years in Market 24
Average Product Age by Revenue Class 25
Product Growth Rates 26
Specialty vs. Primary Care 30
Co-promotions and Alliances 31
BRAND TEAM SIZE, STRUCTURE, AND COMPOSITION 32
Size of Brand Teams 33
Brand Team Size Segmented by Revenue Class 34
Brand Team Size Segmented by Product Age 35
Brand Team Size Segmented by Primary/Specialty 36
Functional Representation – Primary vs. Specialty 37
Co-Promotions Compared to Brand Team Size 39
Functional Representation – Core or Extended 40
Functional Representation 43
Additional Functions 45
Functions that are Commonly Shared Services 46
Brand Team Leaders – Function 47
Brand Team Leaders – Level 48
Brand Team Reporting Head – Function 49
Brand Team Reporting Head – Level 50
BRAND TEAM OPERATIONS AND RESPONSIBILITIES 51
Meeting Frequency – Core Team 52
Meeting Frequency – Extended Team 53
Brand Team Meeting Agendas 54
Brand Team Accountability and Responsibility 55
Brand Team Accountability or Responsibility 58
Brand Team Decision Reviews 60
Incentives for Brand Performance 61
Performance-Based Compensation and Brand Growth 62
Performance Evaluations 63
Process for Escalating or Resolving Conflict 64
Decision tools 65
Communicating Brand Team Decisions 65
Performance Metrics for Brands 67
Frequency of Brand Performance Reviews 68